Google plans to stop supporting third-party cookies in its Chrome browser within two years as part of its user-privacy initiative.
In a blog post today, Justin Schuh, director of Chrome Engineering at Google, said the company believes its Privacy Sandbox open standards effort for Web privacy and other industry programs will support both user privacy and business requirements for publishers and advertisers and make the need for third-party cookies "obsolete."
"Fortunately, we have received positive feedback in forums like the W3C that the mechanisms underlying the Privacy Sandbox represent key use-cases and go in the right direction. This feedback, and related proposals from other standards participants, gives us confidence that solutions in this space can work," he wrote.
In a tweet today, Schuh reiterated the significance of the move by Google: "This is not about blocking a subset of 3P cookies via lists and/or heuristics. This announcement is that we are going to remove 3P cookies and related tracking mechanisms entirely."
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